Greenwich Chamber upbeat about annual sidewalk sale

Richard Lee

Updated 8:15 pm, Tuesday, June 17, 2014

At right, Tommy Hull of Greenwich shops for clothes at Vineyard Vines during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013. The event runs from July 10-13 this year.
Photo: Bob Luckey

Shoppers in front of Shoes 'n' More during the last year's Greenwich Sidewalk Sales in the central business district of Greenwich. Some 80 merchants have signed up for this year's event, which runs from July 10-13.
Photo: Bob Luckey

At right, Susan Little of Port Chester, N.Y., shops at Threads & Treads during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

Courtenay Carella of Greenwich shops for shoes at Little Eric of Greenwich during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

Yumi Tsuno of Greenwich carries her son, Arata, 3, through the crowd during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

At right, Jessica Ott of Katonah, N.Y., and friend, George Seddon of Manchester, Engalnd, try on winter hats at Shoes 'n' More during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

Laura Milliot of Westchester, N.Y., shops for sweaters at Jacadi Paris during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

A dog named Lola rides shotgun during the annual Greenwich Sidewalk...

Tina Mak of Greenwich tries on Jimmy Choo sunglasses at Trapp Optical during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

As a Greenwich resident, Hon knows all about the four-day event, which this year runs from July 10-13, but as the new owner of Therese Saint Clair, a stationery shop at 96 Greenwich Ave., he said he realizes the importance of participating and displaying his merchandise to the several thousand shoppers who are expected to pass by his store.

"You get a lot of additional foot traffic on Greenwich Avenue. You get people from surrounding areas that aren't typically regular customers," said Hon, a retired Pfizer executive who has always had an attraction to paper, pen and calligraphy. "We've already started going through our inventory to find things that might be of interest."

Hon is one of 80 merchants who have signed up for the event so far -- a 15 percent improvement over registration at the same time last year, said Marcia O'Kane, executive director of the chamber, noting that 106 stores participated last year.

But given the faster pace of registrations and the arrival of several new stores along the mile-long avenue, O'Kane said she is optimistic about beating last year's figure.

"We encourage stores to sign up by the end of next week so we can promote them. In the last few years, our sidewalk sale has been positioned as one of the biggest events in Fairfield County," said O'Kane, who has been executive director for 2 1/2 years. "We get calls from people wanting to know places to stay overnight for our shopping extravaganza."

The chamber will set up display areas along the avenue for Greenwich stores not located in the trendy shopping district. Many shops located on side streets are also participating, O'Kane said.

"Adjacent streets have some fabulous stores. I encourage everyone to bring their walking shoes," said O'Kane, who was unable to estimate how much revenue participating stores derive from the event. "It's all about the retailer. They're our star attraction."

The sidewalk sale will also include activities for children like face painting, and there also will be live music on July 12 and 13 throughout much of the day.

O'Kane said she does not know of any other four-day sidewalk sale in the state.

"Sidewalk sales are a long tradition in retail. It's an opportunity to get some bargains," Phelan said. "For the stores, it's an opportunity to use a different approach to reach customers, and Greenwich Avenue is a tremendous place to go shopping."

It's a short walk from Greenwich Avenue to McArdle's Florist and Garden Center at 48 Arch St., and that's where James McArdle and his staff will be greeting customers.

"It's a chance to come together as a downtown community," he said. "People are in the `deal' mood-- you almost feel foolish (as a merchant) if you don't participate."

For retailers, the event requires more planning than just putting slow-selling merchandise on a sidewalk table.

McArdle said he will develop a strategy two or three weeks before it starts and establish a logistics plan about a week prior.

But despite all their planning, McArdle and other merchants cannot prepare for everything.